Finding Promise in Sustainability 2.0
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It's hard to imagine cosmopolitan secular liberals, heartland Christian conservatives, and tree-hugging greens having much of anything in common. Yet increasingly they're all enthusiastic participants in what might be called the "quality of life" movement. When such normally opposing cultures in America have something new and important in common—like the thirst for a better way of life (as distinct from a higher standard of living, which implies only more money)—it signals a sea change. Marketers can either connect with this new movement or be surprised by it.
The "quality of life" movement's consumer hallmarks: